Observe star Allyson Felix founds her personal shoe model after separating from Nike
Allyson Felix is President of Saysh while her brother Wes is the CEO.
After parting ways with Nike in 2019 and a sponsorship deal with Gap’s Athleta, the brand’s first athletics star, Allyson Felix, is starting her own shoe store.
On Wednesday, Felix made his debut with Saysh, which she introduces as a lifestyle brand for women. Saysh’s first product, the Saysh One sneaker, is priced at $ 150 and is currently available for pre-order in three colors. More products are in the works, according to the company’s website.
Customers can also purchase a membership to the Saysh Collective, which includes training videos and occasional interactions with Felix. An annual membership is $ 150 while a monthly pass is $ 10.
The announcement comes after Felix finished runner-up in the US Olympic athletics tests over 400 meters last weekend and secured her spot at the Tokyo Olympics. Felix is the most decorated female athletics star in US history.
Time reported on Felix’s shoe launch for the first time. In an interview with the magazine, Felix said the women’s shoe market was undersupplied and the mentality was often “to shrink it and pee”.
“It’s really about meeting women where they are,” said Felix. “It is for that woman who has been overlooked or feels like her voice has not been heard.”
Felix left a deal with Nike in 2019 after she said the company wanted to pay her 70% less after she became pregnant. She has since invested in raising awareness of the health inequalities black mothers face.
Felix serves as Saysh President while her brother and business partner Wes holds the CEO title. The company has raised $ 3 million in seed capital from a variety of venture investors, according to Time.
Athleta, where Felix has a multi-year sponsorship deal for the design of clothing, will wear the shoes in the fall.
Disclosure: CNBC parent NBCUniversal owns NBC Sports and NBC Olympics. NBC Olympics holds the U.S. broadcast rights to all Summer and Winter Games through 2032.